Book club buyers: they like getting mail, and they respond - on average, every three weeks! Target Marketing | August 1, 1998| | COPYRIGHT 1998 North American Publishing Company. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information) Copyright

With an emphasis on recency, frequency and monetary value in picking who to mail to and how often to mail, book club buyers are an excellent market to target. First, they are among those receptive to offers by mail - the most important aspect in choosing prospects. Second, they have chosen to be a member of a book club, which means they have consented to receive book club mailings every three weeks. In other words, they like to receive mail; they peruse their mail. Third, they are willing to spend; most book club [TABULAR DATA OMITTED] offerings are not cheap.

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